****交通大學
畢業(yè)論文
英文題目: On the Strategies of Advertising Translation
中文題目:廣告翻譯的基本策略
學 院: 外國語學院


Abstract

In modern society, advertising, as the embodiment of commerce, is becoming an important part of our daily life. Not only is it supposed to be appealing, it is also used as a tool for manufacturers to improve their products’ marketability. With globalization accelerating, more and more businesses of all types are operating internationally in various ways. With china’s accession to the WTO there has been a dramatic increase in the number of Chinese enterprises and products flowing into the international market while at the same time the increased transparency and advantages that WTO membership confers have ushered in a new sea of foreign goods into our domestic market. To survive in the fierce global market, they have to make a lot of promotions for their products in foreign markets. In this situation, advertisement translation is increasingly showing its importance. However, in all national markets, particularly in China, unsatisfying translation is appearing in media ever and again, which not only means financial loss, but also impairs the public image of manufacturers as well. Hence, it becomes an urgent task for those devoted to translation practice to seek a suitable theory for guidance.

Therefore, this thesis will talk about the advertising English and its translation. First of all, I will talk about the purpose and significance of the study, it includes the importance of the advertising, then, I will talk about the dimensions of advertising and, in this part I will take a brief introduction to advertising and the definition of advertising. In chapter 3 I will present a brief introduction to functional equivalence, it includes its background and definition. Then, I will give some examples of semantic equivalence, and analyse these examples. Chapter 4 is the most important part of this thesis, in this chapter I will talk about the basic strategies of advertising translation, but first of all I have to write about the character of advertising, then I will present several strategies to translate the adverting. These strategies are as following: literal translation, free translation, adaptive translation, associative transliteration.

Key words: advertising, international translation, strategy

摘要

在經(jīng)濟全球化得今天，廣告作為一種特殊的行業(yè)，在當今社會發(fā)揮著日益重要的作用。被喻為商業(yè)化身的廣告已滲透到社會的各個角落，逐漸成為人們日常生活中的一個重要組成部分，它不僅給人們帶來感官上的沖擊，而且是商家盈利的重要手段之一。隨著我國社會經(jīng)濟的迅速發(fā)展，改革開放的進一步深化，以及加入世貿組織已成為事實，大量的外國商品涌入中國市場，中國產(chǎn)品也大量進入到國際市場，各種產(chǎn)品在市場上的競爭越演越烈，而廣告在促進產(chǎn)品銷售和繁榮市場經(jīng)濟等方面的作用也越來越明顯，廣告翻譯的地位也隨之顯得越來越重要, 但是現(xiàn)在的廣告翻譯的不足越來越不能滿足市場的要求，特別是中國市場，這將意味著競爭力的不足，和財富的損失，并且也不能在消費者心中創(chuàng)立產(chǎn)品的良好形象，所以探索廣告的更好翻譯已經(jīng)成為亟待解決的問題，在這篇論文里我將帶領著大家一起探索廣告翻譯的基本策略。

首先，在這篇文章中我將給大家講述寫這篇文章的必要性，和廣告翻譯的重要性，然后給出了廣告的基本概念，然后我將介紹廣告翻譯中的功能對等性原則，其中包括了它的背景知識和概念，再者分析了一些例子來闡述這一原則。在第四部分也就是最重要的部分，我將陳述廣告翻譯的一些基本策略，其中包括了直譯，意譯，轉譯，套譯，英譯與聯(lián)想，其中前兩部分是重點闡述的。

關鍵詞：廣告，國際，翻譯

Acknowledgements

In writing this thesis, I received so much help and advice from many people that my indebtedness to them is beyond words

First and foremost, I owe my tremendous debt of gratitude to my supervisor, teacher Wang Ning, for his warmth and understanding which he has graciously given me. He is always very busy, but when I call him for some problems, he always presents patience and is ready to answer my questions. Sometimes I do not dare to pardon him, because he is so busy, so I start to learn deal the problem by myself, but without his encouragement and guidance in the formation of the outline of thesis as well as the subsequent reshaping of ideas I was still on the way.

Then, I would like to thank my classmates, they also give me a lot of advice, and sometimes I would discuss with them, they have pointed out my mistakes and told me what things should be added to this thesis. When I am in the stake they will encourage me and try their best to help me from these points I was deeply touched, they give me courage and confidence, inspiring me to bridge over difficulties.

In addition, I also do not forget to thank my family, they support me ever..